Tuesday, May 30, 2023

Why Some Brands Shouldn’t Be Called Haute Couture

The term Haute Couture is loosely used around the world by different designers these days, especially in the African continent, when most designers believe it is cool and fancy to add the word to the name of their brand with hopes of creating a virtual reality as to what it is their brands truly represent, which in most cases are just regular fashion houses or tailor shops.

The word Haute Couture is a French word, which means High earned Fashion. Garments from high quality and expensive fabrics, usually sewn with extreme attention to details, sewn by professional tailors who use time consuming methods to attain their final result, which is usually a perfect fit and flawlessly elegant, in an exclusive trend setting fashion.

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Unlike other parts of the where the word Couture can be taken up by just anybody, without being a true fashion representative of what the word means, in France Haute Couture is a protected name that cannot be used except by firms that meet certain well defined standards and are approved by the Chambre de commerce et d’industrie de Paris, which is a “the regulating commission that determines which fashion houses are eligible to be true Haute Couture houses”. Their rules state that only “those companies mentioned on the list drawn up each year by a commission domiciled at the Ministry for Industry are entitled to avail themselves” of the label haute couture.

  • Do you agree that the word Haute Couture is loosely used by African fashion brands?
  • Do you think the name is a bit misleading to customers who pay a lot of money in expectance of getting Couture quality?
  • Do you think the name is playing on the intelligence of naive customers?
  • Or do you think it’s a harmless marketing strategy.


Find out what the jury on Style 101 thinks. Featuring Mai Atafo, Yummie oghebor, and Adeolu Adefarasin with our host Idia Aisen.

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